Searching the web for information has become a more personal experience for most. Search trends are now tailored to match the preferences of each specific user.Once a person starts making queries for specific keywords, they do not have to pummel through irrelevant sites anymore.Search is now taking a differentpath. The notion that SEO is ever-changing is nothing new to digital marketing professionals.To gain a major advantage in an industry that is constantly moving, marketers need to be on top of their game and make adjustments to their strategies whenever necessary.They have to consider the impact of semantic search more seriously now that search engine algorithms are refining queries for personalised results.
Semantic Search When Google launched the Hummingbird update, contextual searchingbecame a hot topic among SEO experts.With the update, Google can now use previous searches to tailor the results for the user. While it still crawls through normalwebsite keywords, it also factors in user intent.This allows the engine to show more accurate answers for the specific user.
Multiple Links With search becoming more personal, it comes as no surprise that social media influences it in a major way.Social media is a great way to track individual preferences, and helpssearch engines trim down results to suit the user’s profile. The focus on social media means digital marketing professionals need to take platforms like Facebook, Twitter, and Instagram more seriously.By creating an expansive social media presence, they can reach out to wider customer base. Apart from social media optimisation, good local SEO strategies can also unlock the full potential of an online brand.Optimising pages for specific locations helps search engines make it more visible to users.
With the overlapping roles of SEO, local SEO and social media optimisation, one thing becomes clear. Search engines are now utilising more platform to make the results even more accurate and personalised. Digital marketing professionals must not focus on only one aspect of web optimisation. All strategies affect each other, so everything needs to be taken into consideration.
References: http://www.imadvantage.com.au/digital-marketing/ http://searchengineland.com/google-hummingbird-172816 http://www.forbes.com/sites/danielnewman/2014/07/29/the-future-of-marketingwill-be-semantic-shifting-search-part-1/3/